Since taking office in November 2014, Eric Choi, president of Adobe Korea, has stressed the software giant's migration into cloud-based digital marketing that can help customers not only make digital content but manage, measure and monetize it.

The California-based company, formerly known for products including Photoshop and Acrobat Reader, entered the digital marketing industry in 2009 with the acquisition of web analytics firm Omniture.

"Adobe ventured out into the digital marketing business based on its established strength and reputation in creative software," Choi said.

"We realized that the main point of our customers such as marketers and designers is to make content with a business impact by measuring the performance of digital content. Given this, we expanded to the digital marketing business."

He added: "Through this, Adobe has integrated the artistic domain of content creation and the scientific domain of data analysis to provide solutions that cover the entire content lifecycle."

With digital marketing technologies gaining traction, the Adobe Korea president believes his company is well prepared to fulfill its growth strategy.

"Digital technology is changing our lives faster than ever before… digital changes also put enormous pressure on businesses that need to reach the right people with the right content at the right time, faster than they ever have before," Choi said.

"A great customer experience is the differentiator that separates market leaders from the pack. In Korea, leading brands across industries have been implementing Adobe solutions and continue to see improvements in their performance, pulling ahead of their competitors.

"Only Adobe brings together content and data to drive the reinvention of customer experiences around the world."

According to the company, it is focusing on its two cloud solutions related to the growing importance of digital transformation and customer experience.

"Adobe Creative Cloud provides desktop and mobile applications such as Photoshop, Illustrator and InDesign and services such as Adobe Stock, while Adobe Experience Cloud is a comprehensive digital marketing solution, which provides everything a business needs in order to provide excellent customer experiences," he said.

Adobe thinks the Korean market is strategically important thanks to its high digital potential along with the world's best digital infrastructure.

"To realize its potential, we have been focusing on a local partnership strategy by establishing a comprehensive ecosystem with marketing agencies and consulting partners such as Cheil Worldwide and Deloitte Consulting, so we can help Korean businesses successfully achieve digital transformation," he said.

"Another focus is education. As businesses in Korea embark on digital transformation, it is apparent that digital skills are needed more than ever. We understood the importance of knowledge of digital technologies in enhancing students' long-term employability and businesses need digitally savvy employees to better engage with their customers and deliver amazing experiences."

As the Fourth Industrial Revolution is looming and artificial intelligence (AI) is emerging as a core technology, Adobe Sensei, a unified AI and machine learning platform that was introduced last November, is already playing a key role in the firm's cloud.

"Adobe's cloud offerings are powered by Adobe Sensei, a framework and set of intelligence services for dramatically improving the design and delivery of digital experiences," the president said.